The state-of-the-art Sero TV rotates between landscape and portrait orientations, depending on the kind of content you're watching.
With a 4K QLED panel, the 43-inch 'lifestyle' TV has been designed to better display content such as Instagram Stories, TikTok videos, SnapChat uploads and any other videos usually shot vertically rather than horizontally, with its unique portrait orientation creating a clever set-up to cast such clips.
It can be connected to a compatible smartphone - like a Samsung Galaxy, for instance - by tapping the handset against the TV's frame to kick-start screen mirroring. The TV will also automatically rotate to match your phone's orientation, which is nifty.
If you're an iPhone user, don't worry, you can get in on the action too - you'll just have to use a remote, voice command or the SmartThings app to manually (ugh, sigh) rotate the TV. You can then stream content using a protocol such as AirPlay 2, according to The Verge.
The Sero was first made available in Korea, where it's been on sale for some time now.
However, Samsung announced at the 2020 Consumer Electrics Show that it would be expanding the product to the US and other global markets, including the UK.
If you're after a Sero TV, you can shop around at select retailers or head to the Samsung website, where it'll set you back £1,599/$1,999.99.
Once its in vertical mode, Samsung says the TV can also double as a standalone music kiosk, with built-in 4.1 channel 60 watt speakers and a visualiser.
The TV also has an integrated, non-removable stand, which - according to The Verge's CES 2020 roundup - 'provides enough vertical clearance to prevent the TV from hitting the floor whenever it flips into portrait'.
The Sero is the latest addition to Samsung's line of 'lifestyle' TVs, which also includes the Serif, which aims to blend in with your interior, and the Frame, which showcases art when it's not playing video content.
The Serif is available in 43, 49 and 55 inch sizes, while the Frame comes in 75, 50 and 32 inch sizes.
Featured Image Credit: Samsung